Truly Logo PNG
When designers created the Truly logo, they assumed it should represent the brand name and work well with any packaging design. Therefore, they chose a neutral option: a black wordmark that complements images of dark blue blueberries, green limes, red watermelons, or yellow lemons.
Truly grew out of Boston Beer Company, founded by Jim Koch in Boston in 1984. For decades, the company relied on Samuel Adams craft beer and Angry Orchard cider. Still, by the mid-2010s, both categories were losing ground as US consumers shifted toward lighter drinks with lower alcohol and calorie levels.
The hard seltzer category was opened by SpikedSeltzer in 2013, when Nick Shields used sugar fermentation in carbonated water to create a drink that falls between beer, wine, and cocktails. By 2015, it sold about 250,000 cases a year. In 2016, Boston Beer formed Hard Seltzer Beverage Company and launched Truly Spiked & Sparkling in pomegranate, pomelo, grapefruit, and lime. The drink used fermented cane sugar and fruit flavors, without distilled alcohol.
That same year, Mark Anthony Brands launched White Claw, which would soon become Truly’s main rival. White Claw leaned on social-media spread, while Truly used retail and sports-arena advertising. Boston Beer’s 2016 reports listed Truly Spiked & Sparkling as one of the few growing brands in a portfolio under pressure from declines at Samuel Adams and Angry Orchard.
In 2019, Truly reformulated its flavors and began serving on JetBlue flights, reaching a large passenger audience. That year, Truly and White Claw held 85% of the US hard seltzer market. Truly Lemonade Hard Seltzer, launched in early 2020, briefly led individual product sales. By 2021, Boston Beer admitted growth was slowing as Bud Light Seltzer, Corona, Constellation Brands, and regional breweries crowded the market. In 2022, Truly Vodka Seltzer appeared, while classic Truly sales fell. In 2023, Boston Beer updated packaging, renamed it Truly Vodka Soda, and added 680 ml resealable cans.
Meaning and History
As Truly gained market share, drinks with various flavor profiles began to appear, from berry to tropical. Nevertheless, it was still ordinary carbonated water with added alcohol obtained from the fermentation of cane sugar. In 2021 and 2022, hard seltzer sales plummeted. To save its brand, Boston Beer Co. changed the product’s recipe, replacing the flavoring with real fruit juice. This became known in October 2022. However, the company decided to maintain the trademark’s visual identity, as colorful cans featuring plant-based ingredients evoke freshness and purity. The minimalist wordmark with the drink’s name serves a marketing role, making the brand recognizable.
The logo contains a black inscription, “TRULY HARD SELTZER,” which is divided into two lines. The top line contains the first word in a unique, bold font, and “TRULY” is significantly larger than the phrase “HARD SELTZER” below it. This way, the designers have placed semantic accents, emphasizing the brand name’s primary importance and only then mentioning the product variety. At the very bottom, there is a long, wide stripe complemented by rectangular “borders” on the edges. The first letter, “T,” has similarly shaped serifs but pointing in the opposite direction.
What is Truly?
Truly is a trademark of Hard Seltzer Beverage Company, which, in turn, is owned by Boston Beer Company. The brand was launched in 2016 under the name Truly Spiked & Sparkling. Its main product is hard seltzer, a low-alcohol beverage made from carbonated water, fermented cane sugar, and natural fruit juice. It is positioned as a light and refreshing alternative to cocktails, beer, and wine.
The Truly logo represents the beverage’s name and is used not only in advertising but also on all packaging. It is specifically designed in a minimalist style to complement the colorful illustrations on the cans.
Font and Colors
To show the brand’s uniqueness, designers used a modified Gotham font, adding large rectangular serifs to the first letter “T.” They chose a standard two-color logo: black and white.
